‘Bedding-in’ a new presenter normally takes up to two years so we’ll see how he gets on. If it doesn’t work out, he’ll be out the gap. And Chris Evans is madly promoting him, so Chris needs Ryan to be successful too.

But this is not BBC Radio 2 of years ago when Ryan did a well-received summer stint. This is commercial radio in a very different media landscape with a very different listener demographic. He won’t attract younger listeners — unless he’s going to read children’s books to them.

It’s good for Q102 as it will increase its ratings. And the managers of the local radio stations, including Cork’s 96FM and Live 95 in Limerick,
which are putting Ryan on their airwaves on Saturdays, will think it’s good for them. 

But not necessarily so. It would be a big mistake for local radio bods to think they have to change personalities and schedules to accommodate a ‘star’ who might not be as big a star as he or they think.

I feel sorry for those presenters who will be losing their slots or shows because of this.

It’s a gamble for radio stations. They are trying to grow audiences and cut costs as advertising wavers or falls and as the industry becomes more group-led. By that I mean there is massive consolidation happening, with big companies like Bauer buying up stations.

Some local stations in Ireland already simulcast some shows — what’s going to happen as this trend continues or is allowed continue? There will be a diminution of diversity. And then when the anti-worker, anti-employee, anti-diversity artificial intelligence takes hold it will be carnage.

You can see why owners are willing to gamble. Advertising is tough, many younger listeners are going to podcasts first, owners are trying to reduce costs and make a profit. Some might say that’s the way the market works — suck it up or get out. 

But if the same market forces kill or seriously injure local radio, where then for local democracy, local politicians, local stories and people having their voices heard?

Coimisiún na Meán, (formerly the BAI) has obviously given the go-ahead for Tubridy Inc (via Virgin, via Wireless, via Murdoch) to be heard across Ireland — so is this a new departure and is the gate now open for more big group companies to propose new mergers? Coimisiún na Meán and the government MUST not let this happen.

Let’s be clear, this is not good for radio.

Local radio decimated

It may be good for a short-term boost in ratings, but it will accelerate the trend which we have seen in Britain, which has seen local radio decimated. Many stations have been bought or replaced by Bauer or similar companies, who turn the output into a national network of simulcasted shows.

In May 2020, the Guardian newspaper reported: “Dozens of towns and cities across England will lose their own distinctive local radio stations later this year, after the commercial group Bauer announced plans to fold almost 50 regional outlets into a national radio network. Stations such as York’s Minster FM and the West Midlands’ Signal 107 will lose their identities and be rebranded under the Greatest Hits Radio name from September.” 

The then shadow culture minister, Chris Matheson said: “This kind of erosion of local independent broadcasting, with stations assimilated into larger groups, means they lose their distinctive and important voice. We are still waiting for the government to confirm what support will be provided as advertising revenues plummet across the industry. Without it, more independent stations will fall away and communities will lose out.” 

What did the Tories do? They let the carnage unfold.

Local radio and local diversity is very strong in Ireland at present — local voices must remain. If big business has its way, the landscape will be changed forever. Coimisiún na Meán is potentially opening up the market for a repeat of the disaster that is the wasteland of local broadcasting in Britain.

So yes Ryan — this is bigger than you.

• Damien Tiernan is a broadcaster with WLR FM, which is owned by the Irish Times group. However, he is writing in a personal capacity